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What is Customer Identity and Access Management?

By Russell Loarridge | Posted on September 20, 2016

Truly knowing the customer is key to marketing success today. And it’s not just about knowing their name, but understanding their true identity. The technology that makes this possible is known as customer identity and access management (CIAM).

These solutions help companies acquire and recognise customers, collect accurate first-party data, and facilitate personalized marketing through integrations.

At its most basic level, a CIAM solution should offer the complete spectrum of capabilities related to delivering a secure, seamless customer experience.

This includes the ability to register customers, authenticate customers, manage identities, connect customers to internal and third-party applications, and scale across multiple customer bases, business units and partner offerings.

Getting customers to digital properties is one thing, but having them identify and engage with a brand is another. Whether through traditional registration (username and password) or social login, this is when visitors go from anonymous to known.

Once acquired, companies have the ability to collect rich demographic and psychographic profile information from their social login or registration method, building a powerful database of knowledge about your best customers.

Then, companies can amplify the power of their customers’ identities and turn that information into action by synchronising profile data with their email marketing system, CMS, web analytics, targeting, CRM, e-commerce and other marketing technologies already in use.

As marketers look deeper into customer identities, a richer, more meaningful set of marketing tactics becomes apparent. Capturing, storing and connecting customers’ data powers the next level of digital marketing, building the personalised journey.

For example, imagine a frequent flyer is on an airline’s website researching tickets to Spain. She has a question and decides to call the airline. The airline’s system recognises her phone number and is able to connect the customer profile to her recent website activity.

The representative then asks if the customer is calling about the trip to Spain she was just researching online. A centralised approach to the registration of users thus allows continuity in the customer’s journey.

To learn more about Janrain’s CIAM platform and how we can help you better understand your customers, contact us here.

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About the author

Russell Loarridge

Managing Director, Europe

Russell Loarridge has a long pedigree in leading business development for both multi-national technology companies and growing revenues in start-up situations through organic and acquisition growth strategies. Russell has over 20 years’ experience in Customer Relationship Management (CRM), eCRM, personalisation and internet marketing sectors, having worked with industry forerunners including Internet Marketing Solutions, a start-up that he successfully sold privately to NASDAQ listed CRM provider, Firstwave Technologies and more recently Bazaarvoice now listed on NASDAQ. Russell’s industry experience makes him a respected industry commentator with particular expertise on the integration of all forms of e-commerce with the traditional world of bricks and mortar, further enhancing Janrain’s international reputation as an increasingly prominent voice in the social user management marketplace.

View all posts by Russell Loarridge